Your SlideShare is downloading. ×
0
MOBILE LANDSCAPEM O B I L E A N D D I G I T A L M U L T I - C H A N N E L2013 H1
WHAT IS MOBILE & DIGITAL MULTI-CHANNEL ?Channelstraditional + digitalface-to-face, telecall, mail, in-store+desktop, mobil...
UNDERSTANDING THE RAPIDLY CHANGINGLANDSCAPEPurpose: Assist clients to plan their strategic portfolio of digital investment...
MOBI L E L A NDSCA PER E C A P O F 2 0 1 2DEVICE Smartphone penetration exceeded half the population for the first time at...
MOBILE DEVICESWhat’s in people’s pockets?
Smartphone penetration powered ahead - now at nearly ⅔Source: ComScore, MobiLens Dec 2011, Dec 2012;• In UK and Spain, pen...
Source: ComScore MobiLens, Dec 2011, Dec 2012OS UK 2012OS UK 2011Brands36.647.7%26.427.8%0%10%20%30%40%50%60%70%80%90%100%...
Samsung devices are now leading global share“Samsung has ended Nokias14-year reign, dethroning theFinnish company”Source: ...
Smartphone penetration will continue, but can only now slow in the UK and lead marketsIncreased usage will continue to del...
10TABLETSAnd other devices…
Tablet adoption curve was steeper than analysts expectedSource: ITU, New York Times, Wall Street Journal, Pew, US Census B...
Tablet ownership doubled - from 9% to an amazing 19%Source: Ofcom International Communications Market Report, Dec 2012, da...
It’s no longer all about the iPadSource: YouGov UK,“Tablet ownership and behaviour”, 28th-31rst December 2012• One year ag...
48.1%263.0%26.8%402.5%-27.7%77.4%4Q12/4Q11 Growth in Tablets – global dataGlobally Apple leads, huge growth from Samsung a...
Tablets are predicted to sell 60% as many units as PCs by 2015Source: Guardian, IDC and Gartner PC v Tablet forecast to 20...
The tablet is not confined to one room in the house, it is well shared and well likedTablets are used for email, gaming an...
17CONSUMERBEHAVIOURMulti-screeningSource: This section contains US Data
• Consumers are reporting greater usageof almost all digital communication tools• The greatest increases are reported in– ...
Multi-screening is the new normal• Consumers’ time is now spread between devices – simultaneous and sequential• Google res...
Smartphones are the most frequent simultaneous usage deviceSource: Google, The new multi-screen world: understanding cross...
While watching TV, people browse the net and communicate• Two thirds of the UKpopulation already browsethe net while watch...
Our different devices have different role emphasisKeep us productiveand informedKeep usconnectedKeep usentertainedSource: ...
One in five shop on their smartphone - barriers still existSource: Adobe, 2013 Digital Publishing Report: Retail Apps & Bu...
Consumers often take a digital multi-channel path to purchaseSource: Google, The new multi-screen world: understanding cro...
Sequential paths - more start on a smartphone than anywhereSource: Google, The new multi-screen world: understanding cross...
Sequential paths are based on the task and role of deviceSource: Google, The new multi-screen world: understanding cross-p...
Mobilise your paths-to-purchase and common consumer pathwaysDeliver the best brand experience across ALL of the digital ch...
28m-COMMERCEIn a challenging economy
High Street slowdown as the fear of triple dip loomsSource: ONS Retail Sales statistical bulletin, Dec 2012• The growth of...
However e-Commerce is still growing steadilySource: ONS, Dec 2012• In December 2012, eCommercewas 10.6% of all retail sale...
Spend per buyer is already highest in the UKSource: eMarketer, Jan 2013• Online customer spend in the UKis the highest of ...
32Mobile traffic and mobile sales grew massivelyIMRG e-retail sales index• Mobile sales in 2012 were up 304%• Conversion r...
• iPad exceeded both Android and the iPhone generating online traffic to retail sites in the festive run-up• Android and i...
34Conversion rates vary – devices with different role emphasisSource: Richrelevance, Mobile Shopping on Boxing Day 2012 (a...
Mobile and instore - 2 worlds connectedSource: comScore MobiLens UK, Oct 2012IBM Institute for Business Value, 2012GroupMN...
36Don’t worry about arguments for defence, or channel- switched sales, focus on the opportunityIncremental revenue in this...
37SOCIAL“Today there’s no argument, Facebook is a mobile company…...it allows us to reach more people, and we’ll be able t...
Social media reach• Potential reach via popularplatforms is high• Facebook is the clear leader• Penetration (and hours spe...
Social stats - mobile versus online• Facebook continues to dominate withmobile users exceeding web in 2012• Google+ shows ...
What do people do on mobile social - instant sharingPinterest drives more referral traffic than Google+, YouTubeand Linked...
Social discovery is about to get betterThe way people search the web is changing and companies such as Facebook, Amazonand...
Facebook has started to leverage their reach on mobile• Facebook revenues were up 40% in Q4 compared to theprevious year w...
43Social is the new water cooler - it’s where people hangout and share stuffMobile is the device that acts as the glue bet...
44- Exponential growth- New formats on mobile- Calls to action from TV, Outdoor, Print for ‘multi-screen’MOBILEADVERTISING
£0.00£1.00£2.00£3.00£4.00£5.00£6.00£7.002010 2011 2012 2013 2014£4.10£4.78£5.45£6.00£6.66Digital advertising spend defies ...
And mobile ad spending experienced exponential growthSource: eMarketer projections against IAB UK/PwC data, Nov 2012; eMar...
Mobile ad spend is growing in both Search and DisplaySource: eMarketer, Nov 2012; July 2012£0.00£200.00£400.00£600.00£800....
48Display: Where is the inventory?• Top destinations for UK users are Social and Music, Video and Media; however theUK see...
Display: Best time to advertise to consumersSource: Velti Media• Time of day can be a crucialelement in ad targeting formo...
Mobile Search• Google has a 95% share of the mobile search market and they pay Apple in theregion of $1bn a year to be the...
51Calls to action from traditional media are changing…oo• Become a ‘fan’ to stay in touch • Buy in multiple digital channe...
52User behaviour on mobile is different to online – it’s less contextualMobile ‘downtime’ and ‘free-time’ activities have ...
53WHAT’S COMING?Technologies and consumer conventions nearing tipping point in 2013
What to watch in 2013Payment methods – ‘Contactless’ cards , NFC phones and mobile wallets;Reduced friction payments and p...
What to watch in 2013Multi-screening applications – with seamless transition between differentdevices eg Amazon films and ...
56T H A N K SFor a confidential discussion about how Velti technologies can drive connected customer experiences...visit V...
Upcoming SlideShare
Loading in...5
×

Velti mobile and digital multi channel landscape 2013 h1 13-03-13

767

Published on

The mobile and digital multi-channel landscape is changing so rapidly that I and my department create this review every 6 months. It contains recent and authoritative data from a variety of respected sources to help our clients plan and review their digital initiatives and how they fit into their board level digital and multi-channel strategy.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
767
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
25
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Velti mobile and digital multi channel landscape 2013 h1 13-03-13"

  1. 1. MOBILE LANDSCAPEM O B I L E A N D D I G I T A L M U L T I - C H A N N E L2013 H1
  2. 2. WHAT IS MOBILE & DIGITAL MULTI-CHANNEL ?Channelstraditional + digitalface-to-face, telecall, mail, in-store+desktop, mobile, email, apps,channel threadingPlatformsadmin + fun + social“the platforms that people use totrade with one another are farricher than any single businesscould buiild” - Fjord trends 2013connecting & sharingCONNECTED CONSUMERSDevicesdesktop + mobilefull-screen smartphones+tablets, readers, laptops, desktopsTV boxes, gaming consoles, handheldsmulti-screeningSMS APP WEB FB TW INS YTMOBILE TABLET DESKTOPINSTORE
  3. 3. UNDERSTANDING THE RAPIDLY CHANGINGLANDSCAPEPurpose: Assist clients to plan their strategic portfolio of digital investment initiatives.How: Provide information on the mobile and digital multi-channel landscape toassist decisions and investment trade-offs. Spot trends and tipping points.Focus: Authoritative, accurate and recent information. UK based.Insight. Our opinion on the trends.In-scope: Identify key topics & trends.Near-term tech trends.Out-of-scope: Future-gazing trends.Strategy review based on the trends,.. but we can help with that…
  4. 4. MOBI L E L A NDSCA PER E C A P O F 2 0 1 2DEVICE Smartphone penetration exceeded half the population for the first time at 51%.OS Android breezed past Apple iOS and is heading towards 50% penetration.TABLET Incredible growth, household penetration went from 2% to 11%..RETAIL Mobile sales topped 15% of all e-commerce sales. Growth was 150% - 300%.SOCIAL ‘instant sharing’ on mobile becomes largest digital growth activity
  5. 5. MOBILE DEVICESWhat’s in people’s pockets?
  6. 6. Smartphone penetration powered ahead - now at nearly ⅔Source: ComScore, MobiLens Dec 2011, Dec 2012;• In UK and Spain, penetration hascontinued to race ahead• Penetration is now over 50% forall these countries• Average point changeis 12.50.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%56.5%64.0% 65.8%53.0% 52.6%50.8%53.8%Dec-11Dec-12
  7. 7. Source: ComScore MobiLens, Dec 2011, Dec 2012OS UK 2012OS UK 2011Brands36.647.7%26.427.8%0%10%20%30%40%50%60%70%80%90%100%HPOther SmartphoneMicrosoftSymbianRIMAppleGoogle• iOS and Android now have 75% share• Samsung is now the No.2 smartphoneowned in the UK• In 2011, the top 3 brands were:Apple, HTC and RIMOperating SystemsUK smartphones: Android, led by Samsung, is overtaking iPhoneApple28%Samsung26%RIM14%HTC14%Nokia8%Sony5%
  8. 8. Samsung devices are now leading global share“Samsung has ended Nokias14-year reign, dethroning theFinnish company”Source: ABI Research, Oct 2012;Strategy Analytics; Mashable “Samsung Dethrones Nokia as Top Cellphone Brand in 2012, Beats Apple”, Dec 2012;“The only other Androidvendor to eek a profit inrecent history is LG”“Nokia’s pseudo-smartphoneAsha line has sold betterthan expected in developingmarkets”
  9. 9. Smartphone penetration will continue, but can only now slow in the UK and lead marketsIncreased usage will continue to deliver exponential growth in mobile and salesas the ‘late majority’ consumers continue to use the power of their mobilesSource: ComScore MobiLens, Oct 2012 (figures rounded)
  10. 10. 10TABLETSAnd other devices…
  11. 11. Tablet adoption curve was steeper than analysts expectedSource: ITU, New York Times, Wall Street Journal, Pew, US Census BureauTime to 10% penetration Time to maturity 40% penetration?Tablet• Tablets achieved 10% in 2011• How long to will it take to reach 40%?
  12. 12. Tablet ownership doubled - from 9% to an amazing 19%Source: Ofcom International Communications Market Report, Dec 2012, data Sep 2012, Oct 20110%5%10%15%20%25%UK Fra Ger Ita USA Esp Aus19%15%10%23%20%24% 24%20112012• Growth is now proving tobe more rapid in somecountries than others• Spain and Australia leadthe way in rapid adoptionof tablets and readers
  13. 13. It’s no longer all about the iPadSource: YouGov UK,“Tablet ownership and behaviour”, 28th-31rst December 2012• One year ago, iPad share in the UK was estimated at about 75%• Kindle Fire is now the top tablet reported for gifting
  14. 14. 48.1%263.0%26.8%402.5%-27.7%77.4%4Q12/4Q11 Growth in Tablets – global dataGlobally Apple leads, huge growth from Samsung and AsusSource: International Data Corporation (IDC), January 2013• Close to 53 million tabletswere sold worldwide in Q42012, a 75% increase YoY.• From Q4 2011 to the sameperiod in 2012, Samsungand Asus had the biggestgrowth but Apple is still inthe lead.• Tablets sold globally in Q4– 22.9 million iPads– 7.9 million Samsung– 3.1 million AsusAppleSamsungAmazonAsusNookOthers
  15. 15. Tablets are predicted to sell 60% as many units as PCs by 2015Source: Guardian, IDC and Gartner PC v Tablet forecast to 2015; EuropeanTechnographics, Consumer Technology Online Survey, Q4 2012, 1530 european adults• Apples iPad is forecast to stillhave almost half the tabletmarket by 2015“Compared to Italy and Spain, where tablets are more likely to be usedoutside the home, eMarketer believes tablet usage is more akin to PC usagein the UK and Germany, where the devices are often used at home.”
  16. 16. The tablet is not confined to one room in the house, it is well shared and well likedTablets are used for email, gaming and levels of shopping are twice that of smartphoneTablets can empower better conversion rate through touchable and swipe-able contentMulti-screening consumer behaviour - both sequential and simultaneous
  17. 17. 17CONSUMERBEHAVIOURMulti-screeningSource: This section contains US Data
  18. 18. • Consumers are reporting greater usageof almost all digital communication tools• The greatest increases are reported in– email– social– text• There are one or two major variations bycountry, notably ‘voice’ growth inGermany and ‘IM’ growth in Spain• Other data shows there are massivevariations in preferred channels by ageWhatsApp pushed arecord-breaking 18 billionmessages on December 31stSource: Ofcom International Communications Market Report, Dec 2012, data Sep 2012We are all communicating more, in digital
  19. 19. Multi-screening is the new normal• Consumers’ time is now spread between devices – simultaneous and sequential• Google research found 90% of people move between devices to accomplish a goalSource: Google, The new multi-screen world: understanding cross-platform consumer behaviour, USA, August 2012
  20. 20. Smartphones are the most frequent simultaneous usage deviceSource: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012Nielson TV and tablet, simultaneous use, selected countries including UK, April 2012• 78% of UK TV viewers also simultaneously use a smartphone in a typical day• 80% of UK tablet owners do the same (but as yet, fewer owners)
  21. 21. While watching TV, people browse the net and communicate• Two thirds of the UKpopulation already browsethe net while watching TV• Almost 40% are secondscreening in relation to theprogramme they’re watching- browse- chat- share- participateoooooodigitalSource: Deloitte/GfK all respondents, UK nationally representative, Jun 2012
  22. 22. Our different devices have different role emphasisKeep us productiveand informedKeep usconnectedKeep usentertainedSource: Google, The new multi-screen world: understanding cross-platform consumer behaviour, USA, August 2012
  23. 23. One in five shop on their smartphone - barriers still existSource: Adobe, 2013 Digital Publishing Report: Retail Apps & Buying Habits, US data, January 2013• Twice as many tablet owners reported shopping on their tablet versus mobile device• The survey showed 67% of tablet and smart phone shoppers only use apps for theirfavourite stores
  24. 24. Consumers often take a digital multi-channel path to purchaseSource: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012• When shopping, sequential multiscreening and channel threading is commonplace• 67% reported they start a shopping activity on one device and continue on another• Mobile is the most common starting point for shopping activity
  25. 25. Sequential paths - more start on a smartphone than anywhereSource: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012• Based on the type of task at hand and the role of each device• Consumers primarily rely on search, rather than links or URLs to switch device
  26. 26. Sequential paths are based on the task and role of deviceSource: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012• On tablet the most common starting point is for shopping and travel• Consumers rely on search, rather than use links or URLs to switch device
  27. 27. Mobilise your paths-to-purchase and common consumer pathwaysDeliver the best brand experience across ALL of the digital channels, platforms, devicesused in common consumer pathways – requires board-level support for innovationAnalysis of effective marketing spend demands improved channel attribution
  28. 28. 28m-COMMERCEIn a challenging economy
  29. 29. High Street slowdown as the fear of triple dip loomsSource: ONS Retail Sales statistical bulletin, Dec 2012• The growth of 0.3% in December2012 was the lowest YoY growthin a December since 1998
  30. 30. However e-Commerce is still growing steadilySource: ONS, Dec 2012• In December 2012, eCommercewas 10.6% of all retail sales• UK eCommerce has grownsteadily at around 8-10% peryear• IMRG/Capgemini forecast that itwill grow by 12% in 2013• Many pure ecommerce e-tailersare still growing rapidly
  31. 31. Spend per buyer is already highest in the UKSource: eMarketer, Jan 2013• Online customer spend in the UKis the highest of any country• Average B2C ecommerce salesper person in the UK rose to$3,585 per person or £2341in 2012, up 8.5% against 2011
  32. 32. 32Mobile traffic and mobile sales grew massivelyIMRG e-retail sales index• Mobile sales in 2012 were up 304%• Conversion rate on mobile devices doubled from 1.3% Jan 2011 to 2.6% in Jan 2012• 42% of consumers reported browsing the internet whilst watching TV over Christmasfrom their tablet (19%) and smartphone (26%)IBM Digital Analytics Benchmark• Mobile sales in 2012 were up 200%+• Mobile traffic Dec 2012 was 24.2% of online traffic• Sales Dec 2012 was 20.3% of all online sales• iPad traffic in November tripled year-on-yearSource: IMRG e-retail sales index 2012IBM Digital Analytics, UK Online Retail Christmas Shopping Recap Report 2012
  33. 33. • iPad exceeded both Android and the iPhone generating online traffic to retail sites in the festive run-up• Android and iPhone traffic grew YoY by 30.2% and 35.3%, respectively,• iPad traffic tripled. 300% YoY.• In November, the iPad accounted for 11% of all online traffic in the retail benchmarking studyTablets generated more online traffic than smartphones at ChristmasSource: IBM, UK Online Retail Christmas Shopping Recap Report 2012; : IBM, Black Friday Report 2012;
  34. 34. 34Conversion rates vary – devices with different role emphasisSource: Richrelevance, Mobile Shopping on Boxing Day 2012 (analysis of 322 million shopping sessions in UK-based retail sites)• Desktops delivered the highest conversion• Despite having a lower conversion rate,iPhones produced a bigger AOV• Apple devices deliver higher AOV than non-Apple devices, however, their share ofmobile sales dropped• According to the IMRG/CapGemini, mobileconversion rate has doubled in a year from1.3% in Jan 2012 to 2.6% in Jan 2013
  35. 35. Mobile and instore - 2 worlds connectedSource: comScore MobiLens UK, Oct 2012IBM Institute for Business Value, 2012GroupMNext Aug 2012• Whist there is much concern fromsome quarters about ‘showrooming’,a global IBM study with 26,000consumers found 80% of shoppersmade their purchases in-store.• More worrying is that 35% of thosewould contemplate buying the sameitem online next time…• A WPP study in the US found that ifthe price difference in-store vs. onlinewas greater than$5 or 2.5%, mostcustomers wouldleave.
  36. 36. 36Don’t worry about arguments for defence, or channel- switched sales, focus on the opportunityIncremental revenue in this context means simply this:grow digital faster than competitors
  37. 37. 37SOCIAL“Today there’s no argument, Facebook is a mobile company…...it allows us to reach more people, and we’ll be able to make moremoney for each minute people spend with us on their mobile devices.”Mark Zuckerberg
  38. 38. Social media reach• Potential reach via popularplatforms is high• Facebook is the clear leader• Penetration (and hours spent)is starting to reduce for thefirst time in establishedterritories - ‘Facebook fatigue’53% 52%45%18% 18%3%23%33%0%10%20%30%40%50%60%-20406080100120140160USATurkeyUKFranceGermanyItalySpainPolandRussiaNetherlandsRomaniaPenetration%UsersinmillionsReach of selected Social networking tools inselected countriesFacebookLinked InTwitterFB PenLI PenTw PenSource: Social Bakers; Semiocast
  39. 39. Social stats - mobile versus online• Facebook continues to dominate withmobile users exceeding web in 2012• Google+ shows the largest growth forany Social platform (but users arebeing created automatically)• Twitter has the fastest growing mobileuser base worldwide• Instagram (now owned by Facebook)was mobile app based, but recentlyreleased a desktop version• Pinterest has a massive gender biaswith 80% of users female• Other new tools emerge - Vine is thelatest social tool - easy towatch short-form video0100,000,000200,000,000300,000,000400,000,000500,000,000600,000,000700,000,000Facebook Google+ Twitter Instagram PintrestWebMobileGlobal unique monthly usersSource: Global web index 20th Jan 2013
  40. 40. What do people do on mobile social - instant sharingPinterest drives more referral traffic than Google+, YouTubeand LinkedIn COMBINED (but less than Facebook)66% of mobile-first Twitter users tweet whilst watching TVAnd they’re 63% more likely to click on links and follow more brandsthan non mobile twitter usersInstagram: 40m photos a day, 8,500 likes and 1,000comments per secondYouTube: 3 hours of video is uploaded perminute via mobile devicesFacebook Messenger 56.7m active mobile users – But that’sway behind the several hundred million WhatsApp is estimatedto haveSource: Mashable June 2012; Tune in with Twitter Jan 2013; Instagram Jan 2013; YouTube Blog
  41. 41. Social discovery is about to get betterThe way people search the web is changing and companies such as Facebook, Amazonand Apple are positioning themselves from their own unique vantage point to try and steal amarch on Google.Google Now is predictive, it ’anticipates your next move’ based on behavioural data,direct consumer input, time of day, geo-location and environment.Amazon handles more product-related searches than any other company, provideshigh quality crowd-sourced results and even offers (manual) image based search.Apple’s iPhone-based voice search Siri is improving with each software version.Facebook’s social graph data is being released for public search (beta underway)to help apply knowledge of what your friends like to your searches.
  42. 42. Facebook has started to leverage their reach on mobile• Facebook revenues were up 40% in Q4 compared to theprevious year with mobile at $306m, double the previousquarter• On average, ‘page post ads’ in the feed had a 14%higher ROI and generated a 45 times higher click-through rate than standard marketplace ad’s• Mobile ads had a 1.9% higher click rates and 46% lowerCPCs than those on the desktop versionSource: New York Times
  43. 43. 43Social is the new water cooler - it’s where people hangout and share stuffMobile is the device that acts as the glue between digital channels and the consumerSocial is the platform that can do the sameAd spend is set to explode in this area - but a mobile-specific approach is requiredas targeting capabilities and formats are evolving rapidly
  44. 44. 44- Exponential growth- New formats on mobile- Calls to action from TV, Outdoor, Print for ‘multi-screen’MOBILEADVERTISING
  45. 45. £0.00£1.00£2.00£3.00£4.00£5.00£6.00£7.002010 2011 2012 2013 2014£4.10£4.78£5.45£6.00£6.66Digital advertising spend defies media budget cutbacksSource: eMarketer, Nov 2012; Advertising Association/Warc, Expenditure Report, Jan 2013UK Digital Ad Spending, 2010-2014£ billions• Whilst digital ad spend is still increasing, other channels have been reduced• TV and Radio are predicted to be on the increase with budgets in 2013• TV in particular is becoming increasingly digitally ‘connected’• 2012 has seen brands explore Facebook calls to action in the end-frame
  46. 46. And mobile ad spending experienced exponential growthSource: eMarketer projections against IAB UK/PwC data, Nov 2012; eMarketer, Dec 2012;£0£200£400£600£800£1,000£1,2002010 2011 2012 2013 2014£83.00£203.20£447.00£737.60£1,143.30UK Mobile Ad Spending, 2010-2014£ millionsAds on phones and tablets now account foran estimated 8.2% of all UK digital adspending in 2012Advertisers spent $36.35 per mobileinternet user in the UK in 2012, higherthan any other market worldwide
  47. 47. Mobile ad spend is growing in both Search and DisplaySource: eMarketer, Nov 2012; July 2012£0.00£200.00£400.00£600.00£800.00£1,000.00£1,200.00£1,400.00£1,600.002010 2011 2012 2013 2014 2015 2016UK Mobile Ad Spending, by Format,2010-11 and projection to 2016£ millionsSearch DisplayA survey with entreprise-level clientsfound that the clickthrough rate washighest on smartphones
  48. 48. 48Display: Where is the inventory?• Top destinations for UK users are Social and Music, Video and Media; however theUK seems to lag behind the rest of the world in games and electronics• The art and science of targeting is different on mobile, as cookies are restricedSource: The state of mobile advertising, Opera, Oct. 2012
  49. 49. Display: Best time to advertise to consumersSource: Velti Media• Time of day can be a crucialelement in ad targeting formobile• Different device types reflectdifferent behavioural patterns• Factors such as time of dayand day of week showdifferent spikes of activityAd responses by time of day
  50. 50. Mobile Search• Google has a 95% share of the mobile search market and they pay Apple in theregion of $1bn a year to be the default search on iOS devices• Google collects 57 percent of mobile ad revenue in the United States, whileFacebook, its nearest competitor, gets just 9 percent• Google are no longer doing “mobile only” ads – by launching “EnhancedCampaigns”, all campaigns must now target tablet/desktop only or all devices(mobile + tablet/desktop)• Other companies are vying with Google to provide more value, moreseamlessly or reduced friction on mobile devices:– For example, it’s easier and faster to book a table using the OpenTable appthan it is to search for a restaurant on Google using a mobile browser, clickon the link and then make a reservation– Even faster is asking Apple’s Siri to book a table for youSource: http://www.google.co.uk/adwords/enhancedcampaigns
  51. 51. 51Calls to action from traditional media are changing…oo• Become a ‘fan’ to stay in touch • Buy in multiple digital channels• Enter online
  52. 52. 52User behaviour on mobile is different to online – it’s less contextualMobile ‘downtime’ and ‘free-time’ activities have higher CTR’s than task-oriented utility servicesTest, test, test to find out the most successful creative, best channel and time of dayConsider popular second screening channels & platforms as calls to action
  53. 53. 53WHAT’S COMING?Technologies and consumer conventions nearing tipping point in 2013
  54. 54. What to watch in 2013Payment methods – ‘Contactless’ cards , NFC phones and mobile wallets;Reduced friction payments and pre-filled details via payment & authenticationsystemsHandsets – Samsung will continue to storm ahead.Windows Phone is still slow for now, BB10 also slowTablets – Cheaper Android alternatives will boost volumeof sales to ‘early majority’ level of penetrationSource: Mashable June 2012; Tune in with Twitter Jan 2013; Instagram Jan 2013; YouTube BlogConnected consumer experiences – as brands startto drive earned and owned media harder, andpaid advertising becomes increasingly ‘connected’Appscriptions – With over 13,000 health apps in the Apple app store,medicine is a trend in mobile (Trendwatching)
  55. 55. What to watch in 2013Multi-screening applications – with seamless transition between differentdevices eg Amazon films and books; gaming and televisionformats with increased multi-screeningLocal TV – Will emerge across the UK, is expected to be on air by Q3 2013 onFreeview channel 8 and channel 17 on Sky in almost 20 citiesScreen size – Rising on all devices, with other innovations tocome from watches to fold-out screensThe battle for the 3rd place – with Apple iOS and Samsung Googlejointly taking such huge share, the battle is on for 3rd place.Several OS for mobile will be launched during 2013; e.g. Firefox“Mobile moments” – Consumers will try to maximise absolutely everymoment through their mobiles, “urban lifestyles mean that no amount of(micro) time will be too fleeting” (Trendwatching)
  56. 56. 56T H A N K SFor a confidential discussion about how Velti technologies can drive connected customer experiences...visit Velti.comSimon Green – Strategic Planning Director sgreen@velti.comMatt Bowden – Strategic PlannerAna Verissimo – Planner
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×